Growing and Sustaining Brand Equity for Fresh Organic Food Company

This assignment aims to create a sustainable marketing strategy for Fresh Organic Food Company, focusing on brand equity and goodwill in the consumer's mind. The key elements include refocusing on target audiences, identifying consumer needs and preferences, initiating brand positioning, and measuring brand performance. The report highlights the importance of branding in marketing products, with a focus on creating a new brand (Nature Max) for Fresh Organic Company. It also emphasizes the need to engage consumers in the co-creation process, develop customized products, and measure brand performance through perception metrics and performance metrics.

RUNNING HEAD: Branding of Fresh organic in New Zealand
1
Branding
Branding of organic products in New
Zealand

Branding of Fresh organic in New Zealand 2
Table of Contents
Introduction......................................................................................................................................3
Context for new brand.....................................................................................................................3
Key attributes of Fresh organic food company............................................................................3
Specific target market..................................................................................................................3
Key competitors...........................................................................................................................4
Brand name......................................................................................................................................4
Brand identity of Fresh Organic Food Company............................................................................4
Identification of core identity.......................................................................................................5
Key brand elements (brand logo and slogan)...............................................................................5
Brand personality.........................................................................................................................6
Fresh organic Food brand position..................................................................................................7
Customer-focused value proposition...........................................................................................7
Brand mantra................................................................................................................................7
Points-of parity.............................................................................................................................8
Points-of differences....................................................................................................................8
Integrated brand communication plan.............................................................................................8
Growing and sustaining brand equity for Fresh organic Food Company......................................10
Refocus on target audience........................................................................................................10
Target desire and encouragement..............................................................................................10
Initiatives that will enhance brand positioning..........................................................................10
Brand performance measurement..................................................................................................11
Conclusions....................................................................................................................................11
References......................................................................................................................................12

Branding of Fresh organic in New Zealand 3
Introduction
Branding refers to the process engaged in establishing and creating a special name and image for
the product in the customer’s perception especially through the source of advertising and
promotion campaigns with a steady subject. The main objective of this report is to make a new
brand for Fresh organic items company in New Zealand in order to help the consumer to
experience more at ease purchasing the company products and services. The report explains
various factors such as context for a new brand, the name of the brand, brand identification,
positioning of the brand, brand communication ideas, brand performance and sustaining brand
equity.
Context for new brand
Key attributes of Fresh organic food company
According to Akaka & Alden (2010), Fresh organic company delivers organic products to their
customer’s food delivered by techniques that agree to the principles of natural farming.
Standards fluctuate around the world, but organic farming in general features practices that
endeavors to cycle resources, promote advance environmentally and conserve in cultivating. In
broad terms, organic food is also usually not handled utilizing irradiation, modern solvents or
synthetic food activities. The key attributes of Fresh organic company include aspects of the
environmental protection or then regarding the prosperity of creatures in organic farming both of
which are considered not-utilitarian qualities and the way that they are seen by consumer's
behavior. The main advantages of organic food are that they contain small pesticides, fresher
food, organic cultivating is good for the ecological balance and organic food is genetically
modified organisms or genetically engineered foods.
Specific target market
According to Ambrose s& Harris (2017), the specific target market for Fresh organic company in
New Zealand is youth, working peoples, and health conscious people. Men and women
constitute the major portion of the organic food product as consumers. Organic food is
specifically famous among the youngsters, middle aged group, and health conscious consumers.
Consumers are increasingly pay attention in order to choose the organic food products with the

Branding of Fresh organic in New Zealand 4
purpose to know what they eat for environmental reasons. This specific target market of Fresh
organic company shows the consumer behavior which is based on the following factors such as
focused environmental concern, health concern, and lifestyle, quality of product and subjective
standards and requires healthy food to stay healthy in the environment.
Key competitors
According to Anselmsson et al. (2014), the key competitors for Fresh organic food industry are
Whole Food company which focus on its uniqueness in products and created food business and
enlarges its digital capabilities. The industry will also work in marketing promotions to
consumers while by neglecting the race to the bottom. The other competitors are Sprouts Farmer
market, KROGER Company, Costco Wholesale Corporation as these companies are marketing
their products in an innovative manner in order to increase their customer base towards their
products.s
Brand name
According to Bartels & Hoogendam (2011), Fresh organic company create Nature max brand in
order to deliver organic food product by keeping in mind the healthy and safer food products to
the consumers. In the recent years, retailers of organic food have bloomed and educated
themselves about potential advantages related with purchasing organic products. Company make
an effort by advertising the campaigns in order to focus on consumers, organic food makers and
producers trust so. By expanding the characteristics of the normal food consumer, these
companies and organizations improve their marketing techniques, educating consumers about the
potential well-being, environmental and lifestyle advantages organic food provide to the
consumers. The main purpose behind creating Nature max brand by Fresh organic company was
to enlarge the awareness among the consumers about the advantages and ease of changing to an
organic lifestyle. The main concern in initiating Nature max by company was to care about the
health of family and the environment in order to ensure the safety of both (Çabuk et al., 2104).
Brand identity of Fresh Organic Food Company
According to Usakli & Baloglu (2011), brand identity is the process of collecting all the brand
components that the organization builds in order to portray the correct picture of it to the

Branding of Fresh organic in New Zealand 5
consumer. They are some features or characteristics of a particular good in order to launch
product by a specialist in terms of branding. This report presents the brand identity of the Fresh
organic companyin New Zealand by including the various factors such as:
Identification of core identity
According to Chrysochou (2010), the identification of Nature max includes core identity and
extended identity of a product. The core identity states the timeless need for the brand as it is the
focal point which remains after consumer consumes. The core identity of Fresh organic company
contains the components that make the Nature max brand special and reliable in order to
contribute to the value proposition and integrity. For example, core identity of Fresh organic
food industry offer healthy and nutritious products to their customers. On the other hand, the
extended identity refers to the components which provide texture and completeness for the
launching new brand in the market. A greater extended identity refers to a powerful brand,
known for its products. Interested and associated with the consumer life. It should be attached
that brand identity is greatly affected by the corporate identity techniques implemented by an
organization. The information is conceived from rational as well as an emotional prospect.
Key brand elements (brand logo and slogan)
According to Dinnie (2015), the main component of Fresh organic company consist some
elements which are as follows:
Target audience: In business to consumer, the target consumers or market for the business brand
is the people who mostly to purchase the product. For establishing Nature max brand by Fresh
organic company in New Zealand, the target audiences are youth, men and women and health
conscious people.
Brand promise: The Nature max promise is the creating the awareness by the company among
the consumer regardless the brand.
Brand perception: The managers of Fresh organic company need to understand that how
consumers will perceive and select brands for a particular product categories and market
segments. Brand perception is the reality of how customers see business brand.

Branding of Fresh organic in New Zealand 6
Brand values: Nature max brand values clearly explain the guidelines that company use in their
decision-making process (Fetscherin, 2010). These are known as the core values that company
brand seeks to personify.
The logo or slogan also used to describe the purpose of the brand. The main objective is to
present the visual representation of company brand name and the products and services that
company provides to their customers. The brand logo and slogan of Fresh organic company
which explains the main purpose of the organic food business are:
Logo of Fresh organic company
The slogan gave by company for the Nature max brand is healthy food for healthy peopless. This
slogan gives a brief idea to the consumers what company wants to serve behind their business
idea.
Brand personality
According to Hjelmar (2011), brand personality refers to set of personal features that are
contributed to a brand name. The brand personalities provide information to the consumers,
through which they can relate, efficiently increasing brand awareness. The personality of the
brand must include the following features such as sincerity, excitement, competence,
sophistication and rough. Thus, all these components should be present in the Nature max brand

Branding of Fresh organic in New Zealand 7
personality of Fresh organic company in order to deliver the company products to their
customers. The main benefits of brand personality help the business in building self-expressive
advantages that the consumer can express his or her personality through this brand. Brand
personality also creates the relationship between the consumer and the brand.
Fresh organic Food brand position
According to Keller et al. (2011), brand positioning may be defined as how the consumers
receive the company brand product in relation to the same product offered by the other
competitors in the market. The brand positioning of Fresh organic company is an active strategy
because it wants business to carefully examine the customers in order to create the effective
strategy. In order to position the brand, the company should look at everything that impacts the
brand goodwill and therefore, the consumer’s opinion of the brand. From customer service to
pricing and promotion, each phase of the organization has some influences on the consumer’s
overall opinions of the brand and that conducts business to the main steps to organic position
explained below:
Customer-focused value proposition
According to Lin et al. (2011), the company must create and advertise an effective value
proposition in order to establish a strong brand. A customer focused value proposition is the
combination of advantages that company show to target consumers in the hopes they identify the
value. The company should concentrate on the customer value proposition that might consist
fastest order fulfillment, consistent food quality, well-mannered service and a convenient place.
For example, the target consumer for Fresh organic company is health conscious people and
youngsters, and the convenience will be probably to be a more focal point to consumer value
proposition than low prices.
Brand mantra
For creating a new product, it is mostly used to explain a brand name. The brand mantra is
internally focused in order to articulate the soul of the brand. For instance, the marketers of Fresh
organic company have used the authentic performance as their mantra to direct their marketing
efforts (Luxton et al., 2015). A slogan should be the outer translation to involve the consumers.
For Fresh organic food: Food is curative-cure, sustain and foster.

Branding of Fresh organic in New Zealand 8
Points-of parity
According to Marian et al. (2014), points of parity are the alliances that may be shared with
different brands but where the brand can at least match with the competitors charged best. Since
points-of parity generally is not the reason to choose a brand, their non-appearance can be the
reason to skip the brand. The well-managed brand may be changed in various ways such as
instructing rise in price, producing more volume or both. While examining the points-of parity of
organic food brand, the company must look the main points:
Feasibility: Company must make the healthy products in order to serve their business in a right
manner to the consumers.
Communicability: Company should properly convey the message to the consumers about the
organic products.
Points-of differences
The points of differences are the advantages or characteristics strongly connected positively with
a brand. The points of difference are the characteristics that customers do not find to the same
level with the other competing brands. While formulating the points-of difference for organic
food brand, a company must look for:
Relevance: The information given to the consumers by the Company about the Nature max brand
should be authentic and relevant.
Deliverability: Company should be able to deliver the products in an appropriate manner as clear
all the details and specifications of the product which is required by the consumer.
Integrated brand communication plan
According to Qu et al. (2011), the planning procedure connected with the integrated
communications may be specifically imperative to retailers as they manage with increased
competition and separate channels. This report implements the integrated procedure with a
specific eye to brand launching. Fresh organic company can implement a communication plan
for the Nature max brand which includes the following ideas:

Branding of Fresh organic in New Zealand 9
Brand awareness: Awareness should be significantly expanded. Conventional methods of
marketing such as promotion will be used for the organic products by company throughout the
campaign due to their inescapable and engaging nature trying to build the intended interest
group's level of brand attention to organic food and to successfully push company effort message
to its intended interest group.
Knowledge: During the business phase, it is necessary that company should understand what is
portrayed to their customers regarding brand as this is the difficult phase for establishing brand
equity within the target audience (Schleenbecker & Hamm, 2013). This will be attained by
properly executed marketing techniques that will exploit on the consumer's buying process of
identifying and remember by regularly using simple message require common companies such as
Whole Food.
Preference: Fresh organic company target audience may have liked for a straight competitor that
fulfills their requirements. Hence, in an effort to become their target audience's preferred brand,
company require substantial effort in marketing their attentiveness to providing a special
customer dining experience and their brand's point of differences throughout the campaign
message based on their target audiences behaviors, attitudes, and consumer's personal taste. The
frequent utilization of sales promotion will also successfully convey a continuous responsibility
regarding giving superior incentive during this stage.
The other explains how communication will be integrated to increase the brand image.
Marketing methods play a crucial role in establishing of brand equity. These marketing methods
are connected to product, price and distribution channels and these methods are essential to
create a brand image and also create brand awareness. Marketing communication is necessary for
building up the point of similarity as well as point of difference with competition, creating an
impression in customer's perspective for the development of powerful consumer based brand
equity and also builds a long-term relationship. Marketing communications help the marketers to
establish the brand for company modify the marketing communications environment, the
customer based brand equity theory that focuses on the importance of comprehension consumer
brand knowledge structure. Particularly, the brand equity is seen as a means to route the
marketing communications. These marketing communications can build intense, brand loyalty
connection and impact brand equity. Integrated marketing communications include combination

Branding of Fresh organic in New Zealand 10
and matching different communication choices to build the appropriate awareness and goodwill
in the consumer's mind.
Growing and sustaining brand equity for Fresh organic Food Company
According to Whan Park et al. (2010), it is the value of a brand which is based on the extent to
which it has high brand loyalty, name awareness, perceived quality, strongly based organizations
and other resources such as patents, trademarks, and channel relationship. There are some keys
which help to gain the sustainable marketing strategy for Fresh organic company in the future:
Refocus on target audience: Company should focus on the target audience for the
sustainable product improvement brand campaign. The company should have an objective in the
identification of the target audiences for their products. Fresh organic company can enhanced
their Nature max brand in the market by concerning the health measures of the consumers.
Target desire and encouragement: Identification of needs is the main task that is
expecting consumers to purchase something without understandable advantages. Business should
identify the requirements of the target audiences and creates the products according to the
consumer’s taste and preference (Wheeler, 2012). It is also necessary to encourage the members
of the organization which play an important in developing the brand equity in the consumer’s
mind.
Initiatives that will enhance brand positioning: According to Aaker & Joachimsthaler
(2012). Sustainability marketing strategies can be used in order to enhance the brand equity for
the long-term future. The company should engage in brand creation, and attract the consumers
to be co-creators of brand values so that they can relate to the brand for the future reference also.
Fresh organic company motivates customer-brand involving the customized products to meet the
taste and preferences of consumers.
Brand performance measurement
According to Young (2014), brand performance measurement methods are often particular to the
organizations incorporated into the brand estimation framework though new models are
presented on continuous premise prioritizing the factor of brand impact. The main benefit of the

Branding of Fresh organic in New Zealand 11
brand measurement system for the company is that it connects the brand administration and
business execution of the company which has emerged as a strategic management method for the
better improvement. Perception metrics can be used as brand measurement method which
concentrates on the variety of functional, emotional and dormant links that mix to create a
perception of a brand, which includes awareness, acquaintance, reliability, consideration, and
taste. These characteristics of perceptional metrics help to measure the effectiveness of Fresh
organic company establishing activities across all the stages of interaction with a consumer. The
performance metric is another brand measurement method which helps to evaluate the brand
building activities in order to mix the overall business outcomes.
Conclusions
From this report, it has been concluded that branding plays an important role in marketing the
business products to the consumers. This report create Nature max new brand for Fresh organic
company in New Zealand. This report explains the various factors which include creation of the
brand, brand identity, brand positioning, marketing communication strategy for the sustainability
of the brand in the future and the brand performance measurement. All this factors help Fresh
organic company to make their brand innovative and creative regarding the organic food
products in the customer mind.

Branding of Fresh organic in New Zealand 12
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